MBA学位论文
作者：王彦婷
MH公司乳制品营销策略优化研究
MH公司乳制品营销策略优化研究
中文摘要
互联网、移动支付、大数据等技术的运用和普及，使得我国乳制品市场逐渐
呈现多样化态势：渠道扁平化，电商成为新亮点；新产品多元化，满足甚至超越
消费所需；包装媒体化，营销手段多样化；新型品牌传播方式兴起。大型乳制品
企业尚可利用自身优势完成转型，中小型乳制品企业受自身规模小，产品单一，
品牌影响力不足，市场辐射范围小等因素影响，其市场份额小，企业利润低，如
果不能进行有效营销策略优化，那将很难在乳制品市场上长久发展，因此，中小
型乳制品企业如何进行有效的营销策略优化是当务之急。
MH公司是位于甘肃省白银市的一家中小型乳制品企业，本文以其为研究对
象，首先对国内外乳制品企业营销研究现状进行归纳整理，选取问卷调查法和访
谈法对企业营销现状及问题进行分析和总结。其次，采用 PESTEL和波特五力模
型对企业所处的宏观环境与微观环境进行剖析，通过 SWOT分析了解 MH公司
发展所面临的优势以及不足，在充分认识企业营销环境和面对的乳制品市场后，
围绕消费者需求有效细分乳制品市场，确定目标市场。最后，将 7P营销理论和
4C营销理论与企业实际情况相结合，优化 MH公司在白银市、甘肃省，乃至整
个西北地区市场的产品策略、价格策略、渠道策略、促销策略、人员策略、过程
管理策略和有形展示策略，并给出实施时必要的保障措施。
希望通过本文的研究，能够解决 MH公司在市场营销中存在的问题和不足，
提高核心竞争力，实现企业的营销目标，同时也希望能够给同类中小型乳制品企
业提供一个可借鉴可实施的营销案例。
关键词：MH公司；乳制品；营销策略；优化研究
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MBA学位论文
作者：王彦婷
MH公司乳制品营销策略优化研究
Research on Optimization of Dairy Products Marketing
Strategy of MH Company
Abstract
The application and popularization of Internet, mobile payment, big data and other
technologies have made China's dairy market gradually diversified: channels are
flattened, and e-commerce has become a new highlight; new products are diversified
to meet or even exceed consumption needs; packaging media and diversification of
marketing means; the rise of newbrand communication methods. Large dairy
enterprisescanstillmakeuseoftheirownadvantagestocompletethe
transformation,small and medium-sized dairy enterprises are affected by factors such
as their small scale, single product, insufficient brand influence and small market
radiation range,their market share is small and their profits are low. If effective
marketing strategy optimization is not carried out, it will be difficult to develop in the
dairy market for a long time. Therefore, It is urgent for small and medium-sized dairy
enterprises to optimize their effective marketing strategy.
MH company is a small and medium-sized dairy enterprise located in Baiyin City,
Gansu Province. Taking it as the research object, this paper first summarizes the
marketing research status of dairy enterprises at home and abroad, and selects the
methods of questionnaire and interview to analyze and summarize the marketing
status and problems of enterprises. Secondly, PESTEL analysis model and Porter's
five forces model are used to analyze the macro environment and micro environment
of the enterprise. Through SWOT analysis, we understandthe advantages and
disadvantages faced by the development of MH company,after fully understanding the
marketing environment and thedairy market faced by theenterprise, we can
effectively subdivide the dairy market around consumer demand and determine the
target market. Finally, combine the 7p marketing theory and 4C marketing theory with
the actual situation of the enterprise, optimize the product strategy, price strategy,
place strategy, promotion strategy, personnel strategy, process strategy and physical
II
MBA学位论文
作者：王彦婷
MH公司乳制品营销策略优化研究
evidence strategy of MH company. in Baiyin City, Gansu Province and even the
wholenorthwestmarket,andgivethenecessaryguaranteemeasuresfor
implementation.
This paper aims to solve the problems and deficiencies existing in the marketing
of MH company., to improve its core competitiveness, and achieve the marketing
objectives of the enterprise. At the same time, it also aims to provide a marketing case
that can be used for reference and implemented for similar small and medium-sized
dairy enterprises.
Keywords:MHCompany,Dairyproducts,Marketingstrategy,Optimization
research
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